THE INFLUENCE OF CUSTOMER SATISFACTION ON REPURCHASE INTENTION (A CASE STUDY AT PAPA RON'S PLAZA JABABEKA)

Abstract

The influence of customer satisfaction on repurchase intention: A Case Study at Papa Ron’s Pizza Jababeka. Thesis Agam, 2012. There has been argued by previous researchers that customer satisfaction is the key to a company to survive in tough competition, even customer satisfaction can contributes significantly to a company success. Based on that case, this study is going to examine the impact of customer satisfaction on repurchase intention in Papa Ron’s Pizza Jababeka. The respondent of this research was customer of Papa Ron’s Pizza Jababeka which consists of 96 respondents. The data was gathered by questionnaire and further analyzed using statistical tool which was a Multiple Regression. Based on the multiple regression analysis, the result of this study shows that customer satisfaction significantly influences on customer repurchase intention. This means that the more customers who are satisfied, the more that customer will be likely to stay with the same company. However, quality is the main factor that influences customers’ repurchase intention. This means that customer has met their expectation on the product they have purchased. As a suggestion to the company it is better to keep customer satisfied by providing better services and quality of the product to meet customer’s expectation.